The paper "Australia as the Leading Wine Exporter in the United Kingdom" is a good example of a marketing case study. Recently, there has been a fundamental growth in the presence of Australian wine in the international market. This has come about as a result of expansion and improved product collections by local companies which have also established partnerships with other global players. There has also been a rash of takeovers by foreign firms. Seventy per cent of Australian wine is produced by four major companies i. e. Southcorp, Beringer Blass, BRL Hardy and Orlando Wyndham; but there are actually over one thousand four hundred wineries currently in operation.
The success of the ‘ big four’ has been due to the popularity of the brew in the United Kingdom and the United States of America. Globalisation is a word that is bandied about a lot while referring to the present market. It is all about networking effectively on a global scale in a symbiotic manner. Bumper harvests have been recorded annually, and with the increase in the availability of grapes since 2003, when the record plantings of ’ 99 came to fruition, all the major wineries have been actively seeking international circulation conduits.
An important element of globalisation in this millennium is strategic alliances Australia is the leading wine exporter in the United Kingdom and is second in the United States. The total exports transacted in 1990 was valued at one hundred and twenty-one million dollars; and in the 2005-06 financial year, had grown to 2.8 billion dollars and over seven hundred million litres. (Australian Wine & Brandy Corporation (AWBC) 2011) The reasons for this success have been due to a number of factors: First-rate delivery; the Australian wine industry has been consistent in its delivery of both quality and value; while ensuring adequate variety exists for every price range.
For instance, Shiraz Chardonnay and Cabernet Sauvignon comprise about sixty percent of grapes utilised, but the other forty percent goes into the making of roughly one hundred and forty other different varieties. The second advantage is Australia’ s ecology and its natural resources, with cheaper land prices coupled with macroclimate and diverse territories. Leeway in the good manufacturing practices of winemaking; there is room for experimentation and discovery in the Australian winemaking system that has resulted in innovative and cost-effective wine styles.
This has led to greater popularity of wine and initiation of new connoisseurs. Trademark; Australia has built a reputation for the creation of trademark names in the wine industry. Due to the abundance of a variety of grape, yield and region coupled with an amalgam of old ideas with new, some interesting wines have emerged. Expertise network; the stakeholders in the wine industry in Australia i. e. viticulturists, winemakers, study institutes and the industry, in general, have strong interlacing bonds that create a synergy characterised by a more flexible regulation as compared to European viticulture.
This synergy is encouraged by the genuine unity within the industry and the close links with sister industries such as tourism and food. Guidelines and Honor; the AWBC is the regulator that ensures that only quality wine is cleared for export.
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